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Google Launches URL Shortener

Google this week announced that it has launched its own proprietary URL shortener, called--what else?--Google URL Shortener. The new service was launched as part of updated versions of Google Toolbar and Feedburner.

According to Google, URL Shortener features built-in security, automatically detecting sites for malware. The service also relies on Google's infrastructure to "provid[e] great uptime and a reliable service to...users."

Unlike sites like TinyURL and Bit.ly, Google URL Shortener can't be used as a standalone service. Users can take advantage of it only via Toolbar and FeedBurner.

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